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On May 28, e.l.f. announced its $1 billion acquisition of Hailey Bieber‘s beauty brand, Rhode. The sale points directly to the founder’s brilliant marketing strategy and unrivaled social media engagement, as this blockbuster deal comes just three years after Rhode first hit the market.
In June 2022, Rhode launched with a trio of products: the Peptide Glazing Fluid ($32), Barrier Restore Cream ($32) and Peptide Lip Treatment ($18), three formulas that have undoubtedly retained their cult status. In September 2023, the lineup grew from just skin care into makeup, marked by the drop of Rhode’s Peptide Lip Tint ($18), a pigmented version of the brand’s OG lip product.
Since then, viral releases have included the Pocket Blush ($24), with fan-favorite shade Sprinkle selling out online in under 20 minutes in August 2024 (it has since been restocked), and most recently, Rhode’s Peptide Lip Shape ($24), accompanied by a January 2025 Tate McRae-led campaign.
But out of all the products in Bieber’s curated collection, there’s one that just doesn’t seem to get enough buzz: the Barrier Butter ($22-$38). Of course, since it’s Rhode, by no means is it entirely unknown — but after extensive firsthand use, it’s safe to say people are not talking about it enough. At all.
What makes Barrier Butter so good is its ability to provide unmatched hydration without the heaviness of other night creams on the market. While intended for evening use, the unique formulation lays seamlessly under makeup, making it perfectly suited for mornings as well. Plus, the sub-$40 price tag is equally unheard of, especially with 2025’s rising beauty costs.
Working overnight to deliver ultra-hydrated, glowing skin by morning, the product helps strengthen the skin barrier and seal in moisture for up to 24 hours. Results go beyond the short-term: The ingredients in Barrier Butter support more toned, plump skin over time. Use it on the face, the whole body or as a spot treatment on any dry areas including hands, elbows and knees.
Barrier Butter is currently available in two sizes at rhodeskin.com, but as part of Rhode’s expansion, the product is set to launch in Sephora later this year.